MKT 107 - Business to Business Marketing C21
Required Course Materials:
Business to Business Marketing. Vitale, Robert. 2011. Pearson
Optional Course Materials:
Often termed industrial marketing, business to business (B2B) marketing is a key part of the marketing spectra in the workplace. More than half of business graduates will spend the better part of their professional careers in this domain. While the basic principles of the marketing discipline still apply to B2B marketing, there are significant differences compared with traditional consumer marketing (B2C).
On the one hand, business customers tend to be more sophisticated and often engage with much greater involvement in the purchase process. Additionally, the purchase unit in a business transaction is rarely a single person; instead it involves multiple levels of stakeholders, each with different motivations and buying criteria. Fewer customers tend to account for a larger part of the firm’s business. Costs of failure with even one customer often reflect immediately in the profit and loss statement, making it a very high stakes game. Some customers may sell to yet other customers. Therefore, to be effective in the B2B domain, marketing strategies often need to take into account not only the customer but also the customer’s customers.
This course will teach the students the basic institutional details and principles of business to business marketing. It will give the students tools and frameworks to think strategically in a fast changing industrial marketing landscape. The students will learn about best practices in Business Marketing as well as engage in practical learning experiences.
Upon completion of this course, students will:
- Identify the key differences between B2B and B2C marketing
- Understand the key challenges in business to business marketing
- Use tools and techniques to estimate business market demands and forecasts
- Use tools and techniques to measure the value of business customer segments
- Develop frameworks to manage partnerships within the supply chain and distribution channels
- Position and price B2B products and services
- Apply marketing communications tactics and strategies in a B2B context
- Appreciate how Internet technologies facilitate business to business marketing
- Develop frameworks for structured problem solving when facing a Business Marketing problem
The final grade is calculated based on the following components:
Individual Assignment#1 20%
Team Assignment #2 25%
Individual Assignment #3 25%
Online Discussion 15%
This course is designed to present the fundamental concepts and theories in marketing and promote the application to the workplace and professional practice. Course activities will include instructor presentations, required readings and experiential learning activities (i.e. case studies, group discussions, projects, etc.).
Course assignments are submitted to the appropriate A2L Assignment folder by the specified due date
Late assignments will be subject to a 2% per day late penalty (includes weekends and holidays) for up to seven (7) days. After this date, no assignments will be accepted and a grade of zero (0) will be applied. Extensions for course work must be approved by the instructor before the due date (see Academic Regulations below), and will be granted for illness or emergencies only. Students may be asked to submit supporting documentation for an extension request.
Policy & Procedures:
Academic Regulations (Attendance, Coursework, Tests/Exams):
In accordance to McMaster University’s General Academic Regulations, “it is imperative that students make every effort to meet the originally scheduled course requirements and it is a student’s responsibility to write examinations as scheduled.” Therefore, all students are expected to attend and complete the specific course requirements (i.e. attendance, assignments, and tests/exams) listed in the course outline on or by the date specified. Students who need to arrange for coursework accommodation, as a result of medical, personal or family reasons, must contact the course instructor within 48 hours of the originally scheduled due date. It is the student’s responsibility to contact the Program Manager to discuss accommodations and procedures related to deferred tests and/or examinations within 48 hours of the originally scheduled test/exam, as per policy. Failure to contact the course instructor, in the case of missed coursework, or the Program Manager, in the case of a missed test/examination, within the specified 48-hour window will result in a grade of zero (0) on the coursework/exam and no further consideration will be granted.
*Note: Supporting documentation will be required but will not ensure approval of accommodation(s).
You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity. Academic dishonesty is to knowingly act or fail to act in a way that results or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: “Grade of F assigned for academic dishonesty”), and/or suspension or expulsion from the university.
It is your responsibility to understand what constitutes academic dishonesty. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at http://www.mcmaster.ca/academicintegrity/
The following illustrates only three forms of academic dishonesty:
- Plagiarism, e.g. the submission of work that is not one’s own or for which other credit has been obtained.
- Improper collaboration in-group work.
- Copying or using unauthorized aids in tests and examinations.
Students with disabilities who require academic accommodations must contact the Student Accessibility Centre (SAS) to meet with an appropriate Disability Services Coordinator. To contact SAS, phone 905-525-9140 ext. 28652, or email firstname.lastname@example.org. For further information, consult McMaster University’s Policy for Academic Accommodation for Students with Disabilities.
In this course, we will be using on-line elements, which may include email, Avenue to Learn, WebEX, and external web sites. Students should be aware that, when they access the electronic components of this course, private information such as first and last names, user names for the McMaster e-mail accounts, and program affiliation may become apparent to all other students in the same course. The available information is dependent on the technology used. Continuation in this course will be deemed consent to this disclosure. If you have any questions or concerns about such disclosure please discuss this with the course instructor.
The instructor reserves the right to modify elements of the course and will notify students accordingly.
Course Withdrawal Policy:
Policies related to dropping a course and course withdrawals are posted to the Centre for Continuing Education’s program webpage, FAQs & Policies (https://www.mcmastercce.ca/cce-policies#Dropping).
Storm Closure Policy:
In the event of inclement weather, the Centre for Continuing Education will abide by the University’s Storm Closure Policy: https://www.mcmaster.ca/policy/Employee/storm_emergency_policy.pdf, and will only close if the University is closed. All in-class courses, exams and room bookings by internal and external clients will be cancelled if the Centre for Continuing Education is closed. On-line courses will take place as scheduled.
| Week 1
||B2B Marketing Basics - Chapter 1
- Explore the differences between Business & Consumer marketing
- Review key marketing mix elements
- Examine the value chain
- Explore trends and changes in the business environment
| Week 2
||Business to Business Environment - Chapter 2
- Explain the different types of commercial enterprises
- Discuss secondary stakeholders in the business markets
- Review the product Life Cycle (PLC)
| Week 3
||Organizational Buying and Buyer Behaviour - Chapter 3
- Review and apply buyer behaviour frameworks
- Learn the process of organizational buying
- Understand the different types of organizational buys
| Week 4
||B2B Market Research & Competitive Analysis - Chapter 6
- Explain the concept of Market Intelligence
- Understand B2B Market Research & Competitive Analysis
- Learn how to apply B2B research techniques
Assignment #1 Due
| Week 5
||Segmenting, Targeting, and Positioning - Chapter 7
- Learn the process for competitively positioning B2B products
- Understand relationship between positioning and core competencies
- Learn how to describe business customer segments
- Examine how to select and target different customer segments
| Week 6
||Online Quiz (based on first 5 weeks)
- Understand key B2B pricing terms, concepts and parameters
- Learn how price plays a role in the overall value perceptions of a product or service
- Understand the tactical versus strategic use of pricing as a marketing tool
| Week 7
||B2B Business Strategy -Chapter 5
- Develop perspective on business strategy development
- Understand Marketing’s role in the B2B enterprise
- Understand B2B methods for creating competitive advantage
| Week 8
||Developing the Product or Service Offering - Chapters 8 &10
- Examine the new product development process
- Explore the role of marketing in product development
- Understand some of the key success factors for developing successful products &
Assignment #2 Due
| Week 9
||B2B Branding - Chapter 13
- Understand how branding builds competitive advantage
- Learn the relationship between branding and value
- Understand the role of branding in the decision-making process
| Week 10
||B2B Marketing Communications - Chapter 15
- Learn the different marketing communication tactics that apply to business
- Understand the role of advertising in business strategy
- Learn how to leverage internet technologies in B2B marketing
| Week 11
||Channel Relationships and Supply Chains - Chapter 14
- Understand different roles that ‘sellers’ can play
- Learn about the different kinds of distribution channel structures
- Understand key issues for efficient channel design
| Week 12
||Innovation & Competitiveness - Chapter 9
- Understand B2B methods for creating competitive advantage
- Learn concepts behind product development strategies and tactics
| Week 13
||Assignment #3 Due